Dangelmaier, H. & Davidoff, S. (2001) Why most B2B websites are marketing liabilities. In: Technology and marketing features, http://office.com, A. Neusner (Ed.), Feb. 15, 2001.

If the web is to become a valuable tool for branding and marketing, companies (and the marketing firms they employ) must return to the communication basics. They must let go of bad habits and assumptions about the web, refresh themselves on the rudiments of communication, practice the art of seduction, and learn how to turn interest into action. Only then, will companies be able to tap the expansive and unique value of the Internet, and stop blowing their annual marketing budget with no results.

Downloads Paper